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Is free Advertising the Answer?
A
discussion on product demonstrations as a method of gaining new
clients.
So my last (and actually first ever)
blog considered how Carol can find new clients for her massage
therapy business, given that she had little funds available for
advertising. My feelings were that her existing clients would be a
great source of leads to help her generate new business and I
suggested she considered a technique known as leverage referrals.
Basically your existing clients each suggest three new people whom
you can contact and sell your service.
But lets assume that Carol still needs
more clients. Is free advertising the answer? Well I would have to
confess to being on the fence, given that she has a relatively niche
product/service, that is not mainstream. Whilst advertising will
help, I think it needs to be more rifle shot than buck shot and needs
to be targeted specifically at her potential clients rather than
thrown to the world at large.
With this in mind, lets consider an
alternative way of addressing her target market on a direct, almost
intimate basis. I am talking about massage demonstrations parties.
The idea is that you ask one of your satisfied clients to hold a
massage demonstration party for you in their home. You know the sort
of thing. Tupperware and Ann Summers have been doing it for years.
The number of people you invite is critical. Too few and it wont be
worth the time you are investing. Too many and you will not be able
to mingle effectively. I would suggest for Carols product, no more
than six people plus the hostess.
The theme of the evening is that you
will teach your selected attendees how to give a good massage. I
guess it doesn’t matter which part you demonstrate but lets assume
it’s the back. You then demonstrate on your hostess how to give a
great back massage and should take about thirty mins max. Then get
the guests to practice on each other (a few glasses of wine might
help) under your expert tuition.
An hour or so later you will have a
group of people who are appreciative of your advise. A little more
wine or nibbles whilst you mingle with the guests giving each a five
min mini demo of a different technique. For example a head massage
for one, a foot massage for another , a hand massage etc etc. Make a
careful note of what each guest asked for.
After your mini massage, they will
hopefully be longing for more and this is your chance to try and take
a booking. Explain that it isn’t really the right environment for
them to get the most from it and that really you would love them to
come to your therapy room and try a full session. Explain that you
are have a special offer for any sessions booked tonight but remember
to never , ever , ever discount the price. Always give away something
instead, such as a 15 min foot massage with all back massages
booked. You get the idea. If you drive the price down you will never
get it back up.
Hopefully you will get the booking you
need. If they say no, this is possibly to be expected. Welcomed even.
No is simply a request for more information. It says that based on
what you have told them, they don't have enough information to make a
decision. Its ok to ask them why. Something like……..”No
problem. I fully understand. Not everyone likes massage. Is that the
case or is it something else. Just probe gently saying is it this or
is it that. They will then hopefully explain why they don’t want to
do it which you can then either accept or discuss. Having discussed
it, if its still a no, all is not lost.
If you have been very gentle throughout
this process and they loved your mini massage, they are
psychologically feeling possibly a tad guilty or at the very least,
would like to help you in some way. So play your ace. Ask them if
they would help you by hosting and event like tonight and inviting
six of their pals round…different pals though. Joke that they get
to enjoy the 30 minute demo massage, so they have nothing to loose.
If they say no, well what have you
lost. Nothing! But lets now leave with something. Say you fully
understand and are so grateful for their time. But if they cant host
an event ,can they at least give you three people whom you can
contact etc. And you are back to the leverage referral route I
mentioned in my last blog.
Two things before you leave. Get the
names, telephone numbers, email address’s and birthdays of
everyone in the room before you go. Something as simple as passing
around a pre-printed sheet for them to complete. Add this to your
data base and book the birthday reminders in outlook two weeks before
the big day, so you can send them an e card and birthday treat
special offer. Later you will be emailing them Xmas offers,
Valentines specials and anything else you can creatively think of.
Don’t forget to email everyone the next day thanking them for
coming and re confirming any bookings made.
And if all else
fails……..take a few bottles (at least six) of some of MotherNatures Goodies pre-blended massage oils to the evening with you, and
mention that these are available to purchase on the night . Of course
during your demo you sing its praises. At the very least the profit
will cover your fuel costs. We supply an enormous variety of massage
oils, but maybe check out our suggestively titles Tease n Please
range , where you will find, Heat, Lust, His, hers, Passion and
Tingle just waiting to be noticed.
Have any of you tried this method of
winning new clients? Did it work for you?
How comfortable did you
feel using it (as its not for everyone I guess).
Let me know what
you think.
